Stuffed polar bears talking dirty and Love Island becomes Pre-Love Island - May was quite a month for purpose-powered ad campaigns.
But which were the standout ads from last month? Well, as part of a monthly round-up of the next brand purpose campaigns of the month, here are our five picks.
Enjoy!
5. Wild
Campaign: Dirty Talk
Sustainable deodorant brand Wild certainly raised a few eyebrows with its "Dirty Talk" ad last month.
Featuring a young woman feeling guilty about her various eco indiscretions and a dirty-talking stuffed polar bear (yeah, you heard that right), the bizarre campaign aims to convince people interested in sustainable products but unsure about their efficacy to give natural deodorants a try.
The result is a three-minute ad that will linger long in the memory banks.
4. Barbie
Campaign: Laverne Cox Doll
OK, it's not an ad campaign, but Barbie's decision to make its first-ever trans doll celebrating transgender actress and activist Laverne Cox is one that needs to be applauded.
The doll, released in time for the TV star's 50th birthday and ahead of Pride season, is the culmination of a year-and-a-half collaboration between Mattel, Barbie and Cox, with the latter approving sketches, skin tone samples and shoes.
3. Beats by Dre
Campaign: Marcus Rashford Mural
It's not been an easy year for Manchester United and England star Marcus Rashford. While off the pitch, over the last couple of years the striker has been hailed a hero and handed an MBE for his work helping to feed vulnerable kids, on the pitch has been a different matter completely.
After missing a penalty in the shootout loss to Italy in the Euros final for England, Rashford has also endured a loss of form for the Red Devils, making him a prime target for social media abusers.
But not everyone is getting on Rashford's back. Beats By Dre last month commissioned a giant mural in the centre of Manchester to show their support for the United star. They even gave him a set of Beats By Dre headphones to drown out the sound of his detractors. As the mural reads: "Form is temporary, class is permanent."
2. ITV
Campaign: Get Britain Talking
In the latest phase of its wellbeing campaign, first launched in 2019, ITV last month pushed out an ad aimed at encouraging people to call and send voice notes to their loved ones during Mental Health Awareness Week.
Aimed at tackling the growing issue of loneliness across the UK, the ad features Laura Whitmore and Phillip Schofield urging us all to take some time out of our busy lives to reach out to family and friends who may be struggling.
The campaign is supported by Mind and YoungMinds, and by SAMH in Scotland.
1. Ebay and Love Island
Campaign: Find The Prelove Of Your Life
Pre-loved clothes are not something you would normally associate with Love Island.
For years, contestants of the hit TV dating show have been clothed head to toe in some of the biggest and trendiest fashion brands on the planet.
This year, Love Island ditched its fast fashion sponsors in a move towards a more eco-friendly production.
Through their partnership with online auction site Ebay, we will see some of its stars showing off their best second hand outfits in their ad campaign which is available online and will be shown on TV throughout the series.
It's a great step that shows just how mainstream the pre-worn clothing market has become.
